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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.42 no.5, 2018년, pp.855 - 870
지경하 (충남대학교 의류학과) , 김한나 (충남대학교 의류학과)
This study analyzes and categorize the types of digital signage content using the case study method as well as explores the moderating effects of digital signage content in the relationship between digital signage attributes and consumer's flow using the empirical study method. For a case study, the...
핵심어 | 질문 | 논문에서 추출한 답변 |
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기업의 입장에서 디지털 사이니지 도입이 갖는 장점은 무엇인가? | 매장 내 디지털 사이니지는 끊임없는 시각적 노출로 인하여 환경적 자극이 되므로 기존의 다른 미디어들보다 메시지의 회상이 더 높을 수밖에 없다(Taylor & Hunter, 2014). 기업의 입장에서 디지털 사이니지 도입은 매장에 브랜드 광고효과뿐만 아니라 다양한 정보와 재미 요소를 부가하여 쇼핑체험을 확대할 수 있다는 장점을 동시에 갖는다(Min & Kim, 2014). 특히 리테일 매장에서 디지털 사이니지는 체험을 제공하는 매체로써 그 중요성이 이미 제시되었고(Kim & Sung, 2017), 오프라인매장에서 엔터테인먼트 요소의 활용은 고객과의 상호작용을 용이하게 하고 제품의 홍보와 프로모션 효과까지 용이하게 할 수 있어 이는 매우 중요하다(Kang & Lee, 2013). | |
디지털 사이니지란 무엇인가? | 디지털 사이니지(Digital Signage)란 네트워크를 통해 원격제어가 가능한 디지털 디스플레이를 공공장소나 상업공간에 설치하여 정보, 엔터테인먼트, 프로모션 등의 다양한 콘텐츠를 제공하는 디지털 미디어이다(Go him, 2014; Lee, 2014). 따라서 이는 기업의 마케팅과 광고효과 및 고객의 경험을 유도할 수 있는 커뮤니케이션 도구가 된다(Ro et al. | |
아웃도어 디지털 사이니지의 예로는 어떠한 것들이 있는가? | Kim(2016)는 설치 위치에 따라 구분하였는데, 아웃도어 디지털 사이니지는 가장 일반적인 형태의 디지털 사이니지로 방수처리가 된 대형 스크린을 건물 외벽에 설치하여 동영상 콘텐츠나 광고를 전송하는 형태이다. 버스, 지하철, 택시, 철도, 항공 등 공공교통을 이용하는 장소에 설치되는 디지털 사이니지가 대표적인 유형이다. 구체적으로는 강남역의 미디어폴이나 대형 전광판, 버스쉘터 등이 주요한 아웃도어 디지털 사이니지로 활용되는데, 이용자들의 관심을 끌기 쉽고 신뢰도가 높은 장점이 있다. |
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